Embracing the "New Aura"?
Exploring fakeness, authenticity and so much more...
We’re back with the 27th edition of the /promptcollective newsletter. That means we’ve been doing these for just over a year, which, in AI time, feels very long. A big thanks to every single one of you who has been reading along—you’re almost in the thousands now!
In an upcoming edition, we’ll look back and reflect on the developments, experiments, and thoughts that have filled these pages over the past year.
Now, for this week's thoughts on AI in the creative industries!
“Authenticity is invaluable; originality is non-existent.”
– Jim Jarmusch
In 1935, Walter Benjamin introduced the idea of the “aura” of an artwork—a unique presence tied to its originality and history. He argued that mechanical reproduction, such as photography and film, erodes this aura by detaching the artwork from its traditional context. However, this reproduction also democratizes art, making it accessible to a wider audience and allowing for new forms of engagement.
Today, AI-generated content challenges our understanding of authenticity, or aura if one might like. Like the trailer for the Chinese company TCLtv+’s upcoming AI-generated feature film “Next Stop Paris,” which has recently been released to much ridicule. The technical imperfections and the synthetic nature of this AI-driven romance have generated an ambiance of the film being the fakest object in the world. However, using an expression like fake doesn’t really lead us anywhere.
The "New Aura" of AI Art
Benjamin argued that mechanical reproduction erodes the aura of a work of art, but maybe we could try and think of AI as introducing a new form of uniqueness. Each AI creation, while derivative by nature, is also unique due to the variability in data and algorithms. This “digital aura” parallels the human touch or a brush stroke as it is very difficult for the prompter or programmer to replicate an exact copy of a former expression.
Authenticity in the Digital Age
Originality: If we follow that strain of thought we could say that while AI art may draw from pre-existing data, the unique combinations and transformations it produces can be seen as original works. The 'digital aura' here might derive from the unique instance of creation—no two pieces are exactly alike because of the inherent variability in how AI processes inputs.
Intent: The intentions of the human creators play a crucial role in the authenticity of AI-generated art. The human artist's conceptual vision, even if executed by an AI, imbues the work with purpose and context, aligning it more closely with traditional notions of artistic creation.
Interaction and Collaboration: The dynamic interplay between humans and machines adds a layer of authenticity. As AI systems often learn and adapt, the ongoing interaction between the AI and its human counterparts can lead to a co-evolution of art styles and techniques, which could be seen as a collaborative and authentic process of artistic creation.
When we equate AI-generated content with fakeness, we overlook the above perspectives and the technology's vast potential. Early viewers of photography once considered it "fake" compared to paintings or real life. Similarly, dismissing AI-generated art ignores its capacity for innovation and new forms of artistic expression.
Reception of "Next Stop Paris"
The trailer for “Next Stop Paris” has been received with significant criticism, with many mocking it and considering it a cheap marketing stunt of poor quality. And the fact that TCL plans to make it available on new TV sets adds an extra dimension of force-feeding the film to consumers, almost akin to when apple pushed a U2 album to all devices. The animation's flaws, such as inconsistent styles and unnatural movements, have led some to view it as inauthentic and hastily produced. This reception underscores the current limitations of AI in achieving the seamless realism expected in high-quality productions or connected to something with more “aura.“
Reflection on Human-AI Collaboration
Human and AI collaboration in creative industries prompts us to rethink creativity's boundaries. A "new aura" perspective could revolutionize how we view AI art. It encourages us to see AI-generated works not as mere reproductions but as unique creations born from the synergy between human intention and machine processing. This viewpoint can foster greater appreciation for the innovative potential of AI, promoting a collaborative rather than adversarial relationship between humans and machines.
Join the Conversation
How do you perceive the “new aura” of AI-generated content? Can AI truly co-create with humans while maintaining authenticity? Share your thoughts and experiences with us!
Something I loved this week
On Monday The 13th of June OpenAI did yet another announcement of upcoming features. I for one was hoping for something more, yet on the other hand I do realize that I have been accustomed to quantum leaps every month. And looking at the new features there are indeed some gems, especially with the new voice options. Take a look at the videos featured on OpenAI’s own webpage for more.
Who Are We?
The /promptcollective, by Jes Brandhøj and Hannes Jakobsen, is a hub for those fascinated by the intersection of AI and creativity. Got any ideas or questions? Reach out at join@promptcollective.xyz. And please subscribe.
Interesting point , the whole originality / uniqueness discussion will evolve with the human / machine interaction . Keep it up!